The
Lady Americana and Cristina Saralegui Team Address
the
Bedding Needs of America’s Fastest Growing Market
Edited by: Dale T. Read, Editor in Chief
The
retail purchasing power of the growing Hispanic/Latino
market in the United States is having a profound effect
upon retailers and manufacturers alike. Along with this
power comes a much deeper emotional or cultural
influence as Hispanics carve out a unique emerging role
in the US. The market opportunities have been recognized
and accepted by the leaders of Lady Americana, one of
the leading “second-tier” national mattress
manufacturers in North America.
 Kerry Tramel, President of Lady Americana warmly shares
a true story from the Winter 2006 Las Vegas market.
Tramel had invited Cristina Saralegui, the Emmy® Award
Winning Television Journalist and spokesperson for Lady
Americana’s Casa Cristina® Bedding Collection to attend
the Las Vegas market. It was then that Tramel got to see
first hand the potential power Saralegui and the
decision to appeal directly to the Hispanic marketplace
can indeed have with these important consumers.
According to Tramel this is what happened.
Paloma Iglesias’s eyes had tears of joy and excitement,
when she spotted Cristina Saralegui at the Lady
Americana® exhibit space in the Las Vegas World Market
Center earlier this year. A crew member of the
maintenance unit, Paloma was like a kid in a candy store
when asked if she wanted to have her picture taken with
Cristina. Her level of excitement and emotion showed
Tramel that indeed Lady Americana had made a right
decision in developing a line specifically for the
Hispanic consumer. The level of consumer awareness and
the commitment demonstrated by Hispanic consumers such
as Paloma Iglesia since the premiere of Casa Cristina®
Bedding Collection from Lady Americana® has exceeded all
projections and forecasts.
Tramel explains to BEDROOM Magazine that originally
there was some concern and some speculation on the
extent of the appeal and need for such a promotion when
Lady Americana® first unveiled its plan to bring
Cristina Saralegui, to be the spokesperson for this
unique mattress collection. One year and nearly 300
accounts later, the brand is rapidly growing across the
United States, successfully penetrating a community that
has a unique and distinctive lifestyle. Lady Americana
has created and branded the bedding product distinctly
for this community and given these consumers a choice of
mattresses that harmonize with their culture, ethnicity
and way of life.
Tramel, began this initiative in late 2004, and he now
predicts a steady growth and steep rise in sales once
this collection is introduced nationwide. “With around
43.5 million Hispanics in the U.S., the market is
estimated to grow 85% in 15 years, four times the rate
of the total U.S. population,” says Tramel. He adds,
“Hispanics represent $580 billion in buying power and we
have found a niche in this market that had been
neglected for many years.”
“The demand is huge. We signed over 50 accounts in the
first month of the launch of Casa Cristina,” says Rod
Frazier, Lady Americana® Texas Licensee. Frazier added,
“Cristina’s brand name recognition among Hispanics in
U.S. and Latin America is unparalleled. She has been
entertaining and educating people for three decades and
our customers feel connected with her.”
Over 10 different mattresses have been introduced that
include the popular tight top ‘Paz’ to the luxurious
euro box top ‘Belleza’. Imported ticking fabrics create
beautiful designs and visco-elastic memory foam builds a
strong consumer appeal. The product fits today’s
lifestyles and visually expresses the influences and
aesthetics of the Hispanic culture.
When first introduced, Casa Cristina was positioned to
appeal to the Hispanic population. But a more diverse
consumer group is now being targeted. “The fact that
Cristina is a self-made woman, an immigrant who achieved
‘the American Dream’ through hard work and determination
motivates consumers to be inspired by her life,” says
Sarfraz Shaikh, Director of Marketing at Lady Americana.
“With strong, dynamic advertising campaigns we’re
planning to promote this brand to a wide customer base,”
adds Shaikh. And undoubtedly, that is happening. Ten new
accounts were opened in the state of Washington and
plans of launching the collection in Canada is underway.
Kerry Tramel sums up the entire marketing approach, “It
is a win-win situation for our dealers and consumers.
The dealers cater to a broad market group, which
increases their revenue, and the consumers get to
‘Experience a Better Sleep Every Night’,” concludes
Tramel.
Visit
Lady Americana’s® space # P14005 from July 24th–July
28th at the Las Vegas World Market Center.
To learn more,
please call 1-800-869-9480
or visit
www.ladyamericana.com |
